WIN/
LOSS
LEVERAGE COMPETITVE INSIGHTS FROM YOUR SALES
PROCESS TO GROW MARKET SHARE
Did we lose the sale, or did the competition beat us?
Gaining insights into the reasons for your sales wins and
losses is an often-overlooked opportunity to improve a
company’s sales strategy, sales force effectiveness, and
competitive differentiation. In every selling situation,
valuable information is exchanged between a company’s
prospects and its sales force, yet few organizations have an
effective means to capture and learn from this information.
Failing to do so can be disastrous. Without knowledge
of an organization’s key win and loss themes, sales and
marketing professionals are more apt to pursue the wrong
fix to a string of lost sales, such as dropping price when
price wasn’t the reason for the loss, or changing marketing
collateral when in fact product attribute deficiencies caused
a prospect to buy from the competition instead.
Fuld + Company helps clients establish and manage a
regular win-loss analysis program to strengthen sales
strategies, improve win rates, and grow market share.
We gain intelligence from sales professionals, prospects,
customers, and other sources to identify your firm’s
consistent win and loss themes - actionable findings that
point to specific improvements in how you communicate,
position, price, and sell your products and services.
lost prospects, competitors, and other industry players.
Together, information gathered from these sources
helps form a picture of the strengths that encourage
clients to buy from you and the weaknesses that cause your
prospects to source from the competition.
We deliver more than interview transcripts and summaries
of customer interviews. Our win-loss programs include
detailed analysis of your company’s sales practices over
time that assess the basis of wins and losses, such as:
• Price, in comparison to the competition
• The extent and meaningfulness of your product and
service differentiation
• Brand strength and goodwill with customers
• Customer perceptions of product and service value
Fuld + Company works closely with your sales, marketing,
competitive intelligence, product management, and
brand teams to develop a win-loss program that is right
for your organization, from initial design to ongoing
management and operation. All the while, we link win-loss
analysis outcomes with your metrics for sales effectiveness,
ensuring that the insights you derive from win-loss analysis
contribute to measurable improvements.
Fuld + Company combines skilled qualitative information
gathering techniques that include conversations with
internal and external sales professionals, customers and
Force the competition’s hand. Schedule a business war game to engage your executive team,
build resilient strategies, and preempt future competition.
131 Oliver Street 3rd Floor, Boston MA 02110 USA | +1 617 492 5900
www.fuld.com